American Express Launches National LGBTQ PRIDE Campaign to “Express Love”

New Campaign Commemorates the One-Year Anniversary of Marriage
Equality

NEW YORK–(BUSINESS WIRE)–#expresslove–American Express (NYSE: AXP) today announces the launch of its fifth
annual Pride campaign to celebrate LGBTQ Card Members, merchants,
employees and local communities. Coinciding with New York’s Pride
festivities and marking the one-year anniversary of the Supreme Court’s
marriage equality decision, the theme for this year’s campaign
encourages consumers to share how they “Express Love” every day. The
11-market program features multiple activations including: a social
media call-to-action to #ExpressLove, local merchant recognition events,
a presence in local Pride celebrations, support for local LGBTQ
nonprofit organizations, national advertisements and more.

“American Express is proud to recognize and celebrate a landmark
anniversary with a program that helps underscore the importance of
diversity and inclusion in the communities where we live and work,” said
Elizabeth Rutledge, executive vice president, Global Advertising and
Media, American Express.

American Express will debut the campaign by running multiple full-page
advertisements in the Sunday, June 26 edition of The New York Times. The
advertisements will feature same-sex couples who are Card Members
celebrating their one-year marriage anniversaries. The selected photos
demonstrate the power and significance of everyday expressions of love
that have occurred in the year since the Supreme Court’s decision.
Additional couples and everyday love stories will be featured on
American Express’ social media presences.

Also during Pride Week in New York City, American Express is extending
the #ExpressLove theme by partnering with Brookfield Place in lower
Manhattan to bring to life an interactive visual activation entitled
“LOVE WINS” Letter Project. The installation will consist of the words
“LOVE WINS” crafted into large acrylic 3D block letters and will
encourage visitors to fill the installment with love letters to honor
the LGBTQ community.

The campaign, which was created and led by the Company’s employee PRIDE
network, will then roll out to additional cities nationwide through
November: San Diego, Chicago, Provincetown, Austin, Atlanta, Los
Angeles, Palm Springs, Salt Lake City, San Francisco and Seattle.

Key aspects of the campaign in each market include:

● Local Nonprofit Support: As a part of the local market
activations, American Express will support a local LGBTQ nonprofit
organization by providing sponsorship funds and raising awareness for
the important work they do in that community. Kicking off the campaign
in New York, American Express will support the Stonewall Community
Foundation, an organization that focuses on the needs of New York City’s
diverse LGBTQ Community.

● Pride Parade and Festival Activations: American Express
employees will participate in the Pride parades and festivals in select
markets and will join the parades on an interactive float with dynamic
video that displays images of attendees celebrating Pride and
demonstrating expressions of love.

● Shop Small® Initiatives: American Express will support local
businesses in each market during Pride, encouraging Card Members to
“Shop Small. Shop Proud.” American Express teamed up with PAPER
Magazine to create a content series featuring notable LGBTQ
individuals in each market talking about their passions and some of
their favorite local businesses. In addition, American Express will host
events in select markets to bring together local merchants, notable
community members and influencers to #ExpressLove, while also giving
each local nonprofit organization a platform to tell its story.